Purpose

The purpose of this paper is to analyze how, in three different contexts, the National Council for Advertising Self-Regulation narratively uses its past to build an official history concerning its origins that legitimates advertising self-control as a hegemonic narrative.

Design/methodology/approach

By using the historical research and the “uses of the past” approach, this study identifies, analyzes and confronts three organizational histories of Conar’s origins (both its official and unofficial versions) in the context of the creation of the Brazilian system of advertising self-regulation.

Findings

After a thematic analysis of the documentary sources, the narratives on the National Council for Advertising Self-Regulation’s origins and the self-control process were grouped into three versions: the narrative under the military regime: 1976/1980; the narrative during the process of re-democratization of the country: 1981/1991 and the contemporary narrative: from 2005 onwards. These narratives were confronted and, in consequence, provided, each of them, a different interpretation of the context surrounding the creation and justification for advertising self-control.

Originality/value

The study shows how a consumer defense organization re-historicized its past strategically to gain legitimacy in three different ways through time. It also reveals that organizations strategically use their past to build an intended vision of the future, thus having more agency than the hegemonic literature in management studies usually guarantees. Finally, it exposes the malleability of past narratives through which organizations play a critical role in the ongoing struggle for competing uses of the past. Therefore, the study identifies different organizational stories through time that allow researchers to reflect on several strategic uses of the past by organizations.

中文翻译：

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巴西广告自我控制的三个历史叙事

目的

本文的目的是分析在三种不同的背景下，国家广告自律委员会如何叙事性地利用其过去构建关于其起源的官方历史，从而将广告自控作为一种霸权叙事合法化。

设计/方法/方法

通过使用历史研究和“利用过去”的方法，本研究在创建巴西广告自营系统的背景下，识别、分析和直面康纳尔起源的三个组织历史（官方和非官方版本）。规定。

发现

在对文献资料进行专题分析后，将全国广告自律委员会的起源和自律过程的叙述分为三个版本：军政府下的叙述：1976/1980；国家再民主化进程中的叙事：1981/1991 和当代叙事：从 2005 年起。面对这些叙述，并因此为它们中的每一个提供了对围绕广告自我控制的创作和辩护的背景的不同解释。

原创性/价值

该研究展示了消费者保护组织如何战略性地重新审视其过去，以随着时间的推移以三种不同的方式获得合法性。它还揭示了组织战略性地利用他们的过去来构建对未来的预期愿景，因此比管理研究中的霸权文献通常保证的具有更多的能动性。最后，它揭示了过去叙述的可塑性，通过这些叙述，组织在争夺过去的竞争性用途的持续斗争中发挥着关键作用。因此，该研究确定了不同时间的不同组织故事，使研究人员能够反思组织对过去的几种战略用途。